2017挪威10强品牌报告（英文版）_9页-3mb

Summary of Brand Finance Norway 10 2017 Report

Core Content

The Brand Finance Norway 10 2017 report presents an annual assessment of the most valuable Norwegian brands, focusing on their financial value and strategic importance. It emphasizes the role of brands in driving profitability, enhancing shareholder value, and supporting long-term business growth.

The report highlights the importance of understanding brand value through a financial lens, providing tools and methodologies to measure and manage intangible assets. It also outlines the various services Brand Finance offers to help businesses leverage their brand value effectively.

Main Points

Purpose of Brand Value

• A strong brand should be evaluated for its ability to generate financial returns.
• Brand value is not just about marketing but also about business performance and shareholder value.
• Brands influence multiple stakeholders, including customers, staff, investors, and regulators, contributing to the company’s financial success.

Brand Finance's Approach

• Brand Finance uses the Royalty Relief method to calculate brand value, which estimates the future sales attributable to a brand and applies an appropriate royalty rate.
• The Brand Strength Index (BSI) is used to evaluate brand performance on a scale of 0 to 100, with ratings similar to credit ratings (AAA+ to D).
• BSI is based on marketing investment, brand equity, and business performance.

Key Brands in the Norway 10 Ranking

• Statoil tops the list with a brand value of $7.6 billion, showing 16% year-on-year growth.
• Statoil's BSI score is 82.0, making it the most powerful brand in Norway.
• Telenor ranks second with a brand value of $7.2 billion, a 15% increase from 2016.
• Norwegian Airlines is the fastest-growing brand in Norway, with a 78% increase in value to $853 million and a BSI of 79.9.
• Storebrand, the largest private pension fund in Norway, has a brand value of $521 million, up 13%, and a BSI of 57.8.

Strategic Insights

• Statoil is shifting its focus to renewable energy, launching Statoil Energy Ventures in 2016 and planning to allocate 15–20% of its spend on renewables by 2030.
• Storebrand is also moving towards fossil-free investments and Islamic finance, aligning with evolving consumer values and societal trends.
• Telenor is expanding its digital presence, including a partnership with Netflix, and targeting the Asian mobile advertising market.
• Norwegian Airlines is leveraging agile and digital marketing to boost brand visibility and ROI.

Key Services Offered by Brand Finance

Brand Finance provides a range of services to help businesses understand, improve, and leverage their brand value:

1. Valuation Services

• Branded Business Valuation: Assesses the value of the business associated with a brand.
• Intangible Asset Valuation: Evaluates the worth of non-physical assets such as trademarks and brand equity.
• Trademark Valuation: Analyzes the financial value of trademarks and brand iconography.
• Brand Contribution: Measures the overall uplift in shareholder value from owning a brand rather than a generic one.

2. Analytical Services

• Helps in understanding marketing effectiveness by analyzing consumer behavior and brand performance.
• Provides insights into demand drivers and brand impact on the bottom line.

3. Transaction Services

• Assists in M&A due diligence, tax and transfer pricing, and franchising/licensing.
• Offers expert witness services for legal and financial disputes.

4. Other Services

• Brand Governance: Ensures brands are managed effectively.
• Brand Transition: Supports rebranding and brand evolution.
• Brand Architecture & Portfolio Management: Helps structure and optimize brand portfolios.
• Brand Positioning & Extension: Guides brands in expanding into new markets or product lines.
• Brand Audit: Evaluates brand health and performance.
• Market Research Analytics: Provides data-driven insights into brand performance and consumer trends.

Conclusion

The report underscores the importance of brand value in driving business success and profitability. It calls for a bridge between marketing and finance to ensure that brands are not only promoted but also valued and managed strategically. By using financial metrics and brand strength indicators, companies can better understand their brand's worth and make informed decisions to maximize returns.

Contact Details

For brand value reports, contact:

• Alex Haigh – Director of League Tables
  Email: a.haigh@brandfinance.com
  Phone: +44 (0)20 7389 9400

For media inquiries, contact:

• Robert Haigh – Marketing & Communications Director
  Email: r.haigh@brandfinance.com

For all other inquiries, contact:

• enquiries@brandfinance.com

Disclaimer

Brand Finance conducts independent and unbiased analysis based on publicly available information and assumptions. It does not provide investment or business advice, and no liability is accepted for any reliance on the report.